How to Craft a Compelling StoryBrand Website (+Examples)

StoryBrand Websites Explained: Key Features, Examples, and Creation Guide

StoryBrand Websites Explained blog image

StoryBrand Website is a site designed to tell a clear and engaging story about a brand. It focuses on making the brand message easy to understand, helping potential customers connect and engage with the company more effectively.

In this guide, we will explore how to build a StoryBrand website step by step. Whether you’re a professional (such as a life coach, educator, or even a consultant) who wants to improve your online presence or an entrepreneur dedicated to making your business stand out from your competitors, you will learn how to use a StoryBrand framework, its benefits, and successful examples.

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  • A StoryBrand website tells a clear brand story that connects with prospective customers
  • It was created by Donald Miller to make brand messages easy to understand
  • StoryBrand websites use clear calls to action and engaging storytelling
  • The StoryBrand Framework simplifies brand messaging using storytelling
  • Aligning website structure with your storytelling can give better results

What Is a StoryBrand Website?

A StoryBrand website is a website designed with a storytelling approach that communicates a brand message.

Developed by Donald Miller, the concept emphasizes presenting the brand as the guide that helps customers overcome challenges and achieve their goals.

It simplifies their big idea, making it more engaging for website visitors.

These websites often show clear calls to action, a good story, and customer-focused content.

The ultimate goal is to create a deeper connection with the audience, increase engagement, and encourage actions like purchases or sign-ups by telling an exciting brand narrative.

The StoryBrand Framework Explained

StoryBrand Framework uses storytelling principles to clarify a brand message.

This StoryBrand formula transforms boring websites into engaging narratives where the customer is the hero, facing a problem, being guided by the brand through a clear plan and CTA.

It sounds like most heroic movies and books, right? That’s the intention!

StoryBrand Framework has gained popularity because it aligns with the human psychology of storytelling.

By using this framework, businesses can create websites and marketing materials that engage visitors, leading to increased conversions and brand loyalty.

How StoryBrand Framework Works

Here are the 7 main elements of how StoryBrand Framework works:

1. Character

In the StoryBrand Framework, the customer is the hero of the story, not the brand.

Your words should position the customer as the central character, with relatable problems and desires.

This shift in perspective helps the audience identify with the brand and its message.

2. Problem

A compelling story begins with a problem.

They can be external or internal problems, always related to our customer’s story.

Websites should present clear messages of the basic challenges or pain points that clients face.

This problem serves as the driving force behind the narrative, drawing visitors into the story.

3. Guide

Websites must position the brand as the guide, the wise mentor, who helps the hero (the customer) overcome their problems.

This role positions the brand as a trusted advisor, creating a sense of authority and reliability.

4. Plan

An actionable and clear path is essential.

Websites should outline a step-by-step process or solution for the hero (the customer) to follow.

This provides a roadmap to success, making it easier for visitors to understand how the brand can help them.

5. Call to Action

Websites should always use a call to action (CTA).

This instructs the hero (the customer) on the next steps to take, such as signing up, making a purchase, or contacting the brand.

A well-crafted CTA encourages engagement and conversion.

6. Help to Avoid Failure

To create urgency and relevance, websites should highlight the negative consequences of not taking action.

This helps the hero (the customer) understand the risks and motivates them to follow your guidance.

7. Success

Websites should present a vivid picture of what success looks like after following your guidance.

Adding testimonials of clients with a story similar to our customers’ lives, who experience successful results because of your brand, can also help here.

This provides a compelling vision that motivates visitors to take action and achieve their goals with you.

Best StoryBrand Website Examples

Here we’ll look at 13 websites that have successfully used the StoryBrand framework.

These great examples demonstrate the power of the StoryBrand framework in real-world websites:

  1.  StoryBrand


The official StoryBrand website itself serves as an exemplary implementation of the storybrand.

It clearly positions the customer as the hero, identifies common business challenges, presents StoryBrand as the guide, provides a clear plan through workshops and resources, and encourages action through a clear CTA to hire them.

  1. Indulge Right

Indulge Right

Indulge Right offers nutritional guidance.

It effectively uses the framework by identifying health challenges, positioning itself as a guide to better eating, offering a clear plan with meal plans and recipes, and encouraging action with a “Indulge Right Now” button.

  1. Building a StoryBrand

The website for Donald Miller’s book “Building a StoryBrand” employs the framework well.

Building a StoryBrand

It identifies the problem of hard marketing, offers the book as the guide, provides a plan through bullet points, and encourages action by directing visitors to purchase.

  1. Wandering Aimfully

Wandering Aimfully

Wandering Aimfully uses the framework effectively by addressing the problem of feeling overwhelmed in business, as you can see here:

here's the problem here's the solution

They also present themselves as guides to simplifying entrepreneurship, offering a clear plan with courses and resources, and encouraging action through membership sign-ups.

  1. Cultivate What Matters

Cultivate What Matters

Cultivate What Matters is an example of a brand that uses StoryBrand principles.

It identifies the problem of a lack of clarity in life goals, positions its products or services as guides, provides a plan with goal-setting tools, and encourages action through product purchases.

  1. Allbirds


Allbirds is a footwear company that employs the framework by addressing the problem of unsustainable shoe manufacturing and their bad quality (wet shoes in the rain), positioning their products as a sustainable solution, offering a clear plan for eco-friendly footwear choices, and encouraging action through shopping options.

  1. Basecamp


Basecamp, a project management software company, uses StoryBrand principles by showing the challenges of team communication, positioning their software as the guide, providing a clear plan for better collaboration, and encouraging action with a “Try It For Free” CTA.

  1. HelloFresh


HelloFresh is a meal kit delivery service that follows the StoryBrand approach by identifying the problem of time-consuming meal planning, positioning their service as a convenient solution, offering a clear plan with meal kits, and encouraging action through subscription sign-ups.

  1. Shopify

Shopify sell to every buyer, everywhere

Shopify, an e-commerce platform, effectively employs StoryBrand principles by identifying the challenge of setting up a global online store, positioning their platform as the guide, offering a clear plan for e-commerce success, and encouraging action through “Start free trial” calls to action.

  1. Greenpeace


Greenpeace follows the StoryBrand approach by addressing environmental challenges, positioning themselves as advocates and guides for change, offering a clear plan through campaigns and actions, and encouraging action through donations and participation.

  1.  Patagonia


Patagonia, an outdoor clothing company, implements StoryBrand by admitting the challenge of sustainable fashion, positioning their products as eco-friendly solutions, offering a clear plan for ethical clothing choices, and encouraging action through shopping for eco-conscious apparel and signing up for their free newsletter.

  1. Duolingo


Duolingo, a language learning app, uses StoryBrand principles by showing the challenge of language learning, positioning their app as the guide to language proficiency, offering a clear plan for learning, and encouraging action with language courses and lessons.

  1. Starbucks


Starbucks follows the StoryBrand approach by addressing the need for coffee and beverages, positioning their products as the means to energize your day, offering a clear plan through a menu, and encouraging action through ordering and rewards programs.

Crafting a StoryBrand Framework for Your Website

Here we’ll guide you through the process of crafting a compelling StoryBrand framework for your own website:

1. Identify Your Target AudienceDetermine your ideal customer persona and address their needs and desires in your message.
2. Define the ProblemIdentify a clear problem your audience is facing, which becomes the focal point of your story.
3. Position Your Brand as the GuidePresent your brand as the expert guide that can help solve the problem and build trust.
4. Develop a Clear PlanCreate a step-by-step plan for your audience to follow, ensuring it’s easy to understand.
5. Write a Compelling Call to Action (CTA)Craft an engaging CTA that encourages visitors to take the desired action.
6. Highlight the Consequences of InactionExplain negative outcomes if your audience doesn’t follow your guidance to create urgency.
7. Illustrate SuccessPaint a vivid picture of success after following your plan and show the benefits of engaging with your brand.
8. Organize Your Website ContentStructure your website content to align with the StoryBrand framework elements.
9. Create Clear and Engaging MessagingCraft customer-centric and emotionally engaging website copy.
10. Optimize User ExperienceEnsure a user-friendly website with intuitive navigation and responsive design.
11. Test and RefineRegularly review your website’s performance, gather feedback, and make necessary adjustments.
12. Monitor AnalyticsUse web analytics tools to track visitor behavior and conversion rates for improvement.

Final Word

As a website owner, implementing the StoryBrand website is not just about improving your digital marketing — it’s an investment that will save money and energy in your process of attracting new clients.

No doubt, it is essential to promote your project via its story, and even allow you to be recognized by your narrative.


If building your StoryBrand website is part of your efforts to improve your web pages this year, consider exploring our curation of Best Website Builders. This way, your website structure and the storytelling you have just developed will be aligned for the greater results you are seeking.

Top Website Builders Worth Considering for Your StotyBrand Project

Hostinger: The Best AI Website Builder
Building a website with Hostinger is fast and involves simple steps. Powerful AI technology assists you in creating and designing your website from scratch. Hostinger offers a wide selection of pre-made templates, and its interface is intuitive and user-friendly, making it suitable even for beginners.
Visit Hostinger
Squarespace - The Best Designers' Website Builder
Squarespace is a website builder tailored for designers and those seeking to highlight their designs prominently on their websites. It's also user-friendly for beginners, eliminating the need for any coding skills. Squarespace offers award-winning, high-quality templates and advanced customization options that will help you to make your footer design stand out.
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IONOS - The Best Affordable Website Builder
IONOS offers an intuitive website builder that allows you to create a professional website starting at just $1/month. This user-friendly platform comes with built-in AI tools for a faster and smoother website creation process. Depending on the plan you choose, you can also take advantage of SEO capabilities and AI-powered design tools.

Next Steps: What Now?

Learn More About How to Build a StoryBrand Website

Frequently Asked Questions

What is the StoryBrand framework?

The StoryBrand framework is a marketing tool that positions the customer as the hero and the brand as the guide in a narrative.

Created by Donald Miller, it simplifies messaging, identifies customer problems, presents a clear plan, and encourages action to improve engagement and conversions on websites.

What are the key elements of the StoryBrand framework for websites?

The StoryBrand framework for websites revolves around positioning the customer as the hero, identifying and addressing their problems, presenting the brand as the guide, offering a clear plan, creating engaging calls to action, highlighting the risks of not taking action, and illustrating their vision for success.

What are the best metrics to analyze the StoryBrand website performance?

The best metrics to analyze StoryBrand website performance include conversion rates, click-through rates (CTRs), engagement metrics like time on page and bounce rate, lead generation, and tracking the progression of visitors through the StoryBrand framework.

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